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The surprising impact Apple’s latest update has had on Facebook campaigns

Apple’s April update asking consumers to choose to opt in or out of tracking within apps on their devices was expected to have a notable impact on Facebook campaigns. Opt-in numbers were just four per cent in the US and 12 per cent of iOS14.5 users globally in the first two weeks from rollout, and those figures now sit at 10 and 17 per cent.  We work with a number of retail clients and have been monitoring the effect on our Facebook advertising campaigns closely.  By aggregating our